Lego and Samsung Win Big at the Oscars

“The Lego Movie” didn’t take home any trophies at the Academy Awards, but the brand may have still won the night — on social media, at least.

Lego was the leading brand across social media, mentioned almost 50,000 times, with 45% of statements positive and 14% negative, according to digital marketing firm Amobee Brand Intelligence.

The reason for all the buzz? Tegan and Sara and The Lonely Island’s performance of the Oscar-nominated song “Everything Is Awesome” from “The Lego Movie” was a rousing moment in what was otherwise a nearly four-hour snoozefest, replete with tired jokes and tired celebrities.

Dove also received nearly 30,000 mentions on social media, 91% of them positive, according to Amobee. The brand teamed up with Twitter to make #SpeakBeautiful, a campaign geared toward promoting self-esteem about body image on one of the most fashion-focused nights in television.

Another big winner: Samsung. Viewers were 32.9% more likely to purchase a Samsung Galaxy Tab S after watching the Oscars, according to video advertising firm Extreme Reach, which polled more than 10,000 respondents on their likelihood to make a purchase. The Samsung Galaxy Note 4, Galaxy S6, and Galaxy S5 also received “brand lifts” of 31.9%, 24.2%, and 22.9%, respectively.

Samsung has a well-known history with the Oscars (last year’s Samsung-snapped “Oscar selfie” became the most-retweeted tweet of all time). The company’s products were also visible this year, most notably when actor Jack Black yanked a smartphone out of his pocket on stage.

Advertisements during the event didn’t come cheap. ABC was nabbing as much as $2 million for 30 seconds of advertising time. But awards shows and sporting events now provide marketers with something increasingly rare in the TV world: live viewers who can’t skip through the ads.